Quick Comparison
| Aspect | SEO | GEO |
|---|---|---|
| Target | Google, Bing search results | ChatGPT, Claude, Perplexity responses |
| Goal | Rank higher in SERPs | Get cited in AI responses |
| Measurement | Rankings, organic traffic | AI mentions, citation rate |
| Key Factors | Backlinks, keywords, page speed | Authority, structured data, accuracy |
| Content Focus | Keyword optimization | Factual accuracy, quotability |
| User Journey | Click to your website | Brand mention, potential visit |
Understanding SEO
Search Engine Optimization (SEO) is the established practice of optimizing websites to rank higher in search engine results. When someone searches "custom website development" on Google, SEO determines which websites appear first.
SEO involves:
- On-page optimization - Title tags, meta descriptions, content structure
- Technical SEO - Site speed, mobile-friendliness, crawlability
- Off-page SEO - Backlinks, brand mentions, domain authority
- Content strategy - Keyword research, content creation, topic coverage
SEO has been the primary digital marketing discipline for over two decades and remains essential. For a complete guide, read our SEO Strategy Guide 2026.
Understanding GEO
Generative Engine Optimization (GEO) is the emerging practice of optimizing content to be cited and accurately represented by AI-powered search tools like ChatGPT, Claude, Perplexity, and Google's AI Overviews.
GEO involves:
- Structured data - Schema markup that AI can parse and understand
- Authority signals - Building reputation as a trusted source
- Content clarity - Clear, factual statements that AI can extract
- Source building - Getting cited by authoritative publications
Learn more about GEO in our What is GEO? introduction or dive into our Complete Guide to GEO.
Key Differences Explained
1. How Users Find You
With SEO, users see your website in a list of search results and choose to click. With GEO, your business is mentioned directly in an AI-generated answer—users may not even visit your website, but they learn about your brand.
2. What Gets Measured
SEO success is measured through rankings, organic traffic, and click-through rates. GEO success is measured by how often and how accurately AI tools mention your brand—a newer and more challenging metric to track.
3. Technical Requirements
SEO prioritizes page speed, mobile optimization, and crawlability. GEO emphasizes structured data, consistent information across platforms, and content that AI can accurately extract and quote.
4. Content Approach
SEO content is optimized around target keywords and search intent. GEO content focuses on being factually accurate, authoritative, and structured so AI can easily understand and cite it.
5. Competition Dynamics
In SEO, you compete for 10 positions on page one. In GEO, AI may mention multiple businesses in a single response—or none at all. The competitive dynamics are fundamentally different.
What They Have in Common
Despite differences, GEO and SEO share important foundations:
- Quality content - Both reward valuable, accurate, well-written content
- Authority - Both favor brands with established expertise and reputation
- Technical foundation - Both require a well-built, properly structured website
- Consistency - Both benefit from consistent branding and information
Many optimization efforts benefit both channels simultaneously. This is why we recommend an integrated approach rather than treating them as separate initiatives.
Which Should You Focus On?
The answer for most businesses: both. Here's why:
SEO Still Dominates Traffic
Google processes over 8.5 billion searches daily. Traditional search still drives the majority of organic website traffic. Ignoring SEO means missing massive opportunity.
GEO is Growing Fast
ChatGPT has hundreds of millions of users. Perplexity, Claude, and other AI tools are growing rapidly. Early investment in GEO positions you ahead of competitors.
Strategies Overlap
Many optimizations—structured data, quality content, technical excellence—benefit both SEO and GEO. An integrated approach is more efficient than treating them separately.
Our Recommendation
Build a strong SEO foundation while incorporating GEO best practices. This future-proofs your digital presence as AI search continues to grow, without abandoning the proven traffic source that SEO provides.
Implementation Priority
If you're starting from scratch or have limited resources, here's a practical prioritization:
- Technical foundation - Fast, mobile-friendly, secure website (benefits both)
- Structured data - Schema markup for your business type (benefits both)
- Core SEO - Title tags, meta descriptions, on-page optimization
- Quality content - Authoritative content in your expertise area (benefits both)
- Link building - Backlinks for SEO, citations for GEO
- GEO-specific - FAQ content, consistent brand information, AI testing